Most marketers have heard the expression “content is king” by this point. It isn’t just a rumor: Content is one of the most important components of a lead generation strategy or affiliate marketing programs. However, many companies are still struggling to take full advantage of content marketing. Whether it’s not dedicating enough resources, not having enough time or having difficulty choosing the right tactics, content is not always the easiest strategy to implement.
Fortunately, there are a number of ways marketers can make their content more successful. Here are some tips to maximize the effectiveness of your campaigns:
1. Connect content and LinkedIn
Much has been made about the effectiveness of using social media to share content marketing materials. For business-to-business marketing in particular, LinkedIn was rated the best network for linking to blog posts and sharing articles in a Content Marketing Institute study, according to Business 2 Community. You can even use this platform to post original content and participate in group discussions.
2. Use more variety
A report from PR Newswire and the Content Marketing Institute found that marketers who use multiple forms of content are more successful in their efforts. The research centered around what separates the best content marketers from the laggards. Distributing multiple forms of content through paid, owned and earned channels was found to generate higher return on investment than companies that used less variety.
3. Implement content for sales
In the past, many marketing experts recommended avoiding overly promotional content, but these materials may have a valuable place in the sales cycle, Business 2 Community suggested. In the B2B buyer’s journey, lead nurturing is crucial for winning the deal. Sales representatives can distribute content to prospects to guide them through the sales process. Your employees can share relevant data with leads to help them reach a decision.
4. Don’t overlook email
To add to the previous point, email is still a valuable content distribution channel, especially for salespeople. Business 2 Community said that 73 percent of marketers still consider e-newsletters as more effective than video. Email is still relevant, even though there are many other channels to share content now.
5. Repurpose old tactics and content
Content marketing is constantly evolving, and companies need to change their tactics along with the times. The PR Newswire and CMI study revealed that companies that had less effective content marketing strategies were often stuck in tradition. Content leaders were able to explore traditional channels and new ways to spark engagement among their audiences.
6. Reassess your buyer personas
Many successful content marketers utilize buyer personas, fictional representations of the ideal customer. As companies grow and change, buyer persona definitions need to be updated. In addition, some businesses make the mistake of only using one buyer persona. If you target more than one customer segment, you need multiple definitions. The average marketer focuses on four separate buyer personas, according to Business 2 Community.